The document discusses B2B marketing tactics for AIESEC including events, alliances, social media, referrals, and endorsements. It provides examples of how each tactic can be implemented, such as attending industry events to connect with target audiences and gain insights. The document emphasizes tracking results from each tactic to leads and internships to ensure the tactics are effective. It also discusses how B2B marketing and sales can work together, with sales providing clear goals and leads for marketing to generate, and marketing providing tactics and educating sales on converting leads.

1. B2B Marketing
With Cole and Cassie

2. Is there a
problem with
our marketing?

3. Sales is convincing people to buy our
product. Marketing is reaching more of
the right people, so that sales leads to
results
Reaching more customers. Less work
for more meetings. Higher conversion
from meeting to raise

4. So do we have a problem?
• How much work does it take to raise a sales meeting?
• How many meetings does it take you to raise a TN?
• How many companies call AIESEC in your country because they
want to take an intern?
• How many of your TN-takers introduced you to 5 or more other
companies you could work with?

5. Lead Generation Methods
• Cold calling: Low conversion, time-intensive
• Networking events: Low conversion, a lot of follow up, timeintensive
• Warm leads from alumni / BoA: High conversion rate, low in
quantity

6. Meetings Converting to Contracts
• Companies don’t know us, takes many meetings to build trust and
credibility
• We don’t provide the information the companies want in the first
place, so we have to have many meetings

7. Contracts Converting to Many TNs
• Companies rarely take many TNs in their first try

8. B2B Marketing’s Potential in the Sales
Process
# of iGIP
members?
# of Meetings
per Member
# of Sales
Meetings
# of
meetings
per Contract
# of TNs
per
contract
Raise –
Match
Rate
Match –
Realize
rate
200
8
1600
20
2
55%
90%
79
200
10
2000
16
2.5
55%
90%
155

9. Bringing qualified leads to
our members means more
sales meetings, higher
conversion from meeting to
contract, and larger
contracts

10. But how do we do
this?

11. Expectation:
“You think you know, but you have no
idea.”

12. Our 5
B2B
Marketing
Tactics
Events
Alliances
Social Media +
Online
Content
Referrals
Endorsemen
ts

13. • Working with umbrella organisations to connect
with your target audience
• Ex. Chamber of commerce, IT organisations, etc.
Alliances
• How do you find these?
• GOOGLE EVERYTHING!
• Check your national/local business directory
• Look for events in your city, find out who organises
them

14. • Attending events not for general AIESEC
representation, but specifically because
your target audience is there.
• How do you find them?
Events
• GOOGLE EVERYTHING
• Look on eventbrite
• Find out where companies you target are
speaking/attending

15. Referrals
• Asking those who know about AIESEC to
refer you to someone else who might be
interested
• Just like an EP bringing a buddy along to an
info-session night, or telling their friend
about their internship
• Ask your current partners, BoD, alumni if
they know anyone who might be interested
• Alumni referral programme

16. Endorsemen
ts
• Ask your current partners and champions to
write an endorsement letter.
• Find those quotes about your organisation!

17. Social Media +
Online
Content
• Use the insight you gain, and experience
you have to tailor content to your target
audience
• Position AIESEC as the expert in the field of
your target industry
• End game: Bring them to your website and
sign up on the ORS for more information

18. An Example of all this?
Events
Cassie googled
IT events in
Europe
Events
Cassie found
Gartner
Symposium
ITXpo
Alliance
Cassie contacted
them about
attending the event
and possibly
speaking to provide
youth perspective to
their delegates
Gartner agreed to
provide AIESEC
with 2 all-access
passes and 2
roundtable
sessions
Events
Online content
Using insight, we
write a blog
around “Top
questions
employers have
about Gen Y”
Drive ORS registrations
Alliance
We gain insight
and knowledge
around what the
industry is looking
for
We collect
business cards to
follow up with
them
Warm leads
Cassie and
Crisette attend the
event and provide
roundtable
discussion
Drive ORS registrations

19. What does B2B
Marketing driving
iGIP look like?

22. How Can You Make Sure These Tactics
Are Bringing Results?

23. How Can You Make Sure These Tactics
Are Bringing Results?
Events
VP COMM:
# of
company
leads on
ORS*
VP iGIP:
# of TNs
raised
*Specifically from this tactic

24. How Can You Make Sure These Tactics
Are Bringing Results?
Alliances
VP COMM:
# of company
leads on ORS*
# of alliances
formed
VP iGIP:
# of TNs
raised
*Specifically from this tactic

25. How Can You Make Sure These Tactics
Are Bringing Results?
Endorsemen
ts
VP COMM:
# of
endorsements
gained
# of ORS
registrations*
VP iGIP:
# of TNs
raised
*Specifically from this tactic

26. How Can You Make Sure These Tactics
Are Bringing Results?
Referrals
VP COMM:
# of referrals
gained
VP iGIP:
# of TNs
raised*
*Specifically from this tactic

27. How Can You Make Sure These Tactics
Are Bringing Results?
Social Media
VP COMM:
Consistent
positioning on
Linkedin
# company ORS
registrations*
VP iGIP:
# of TNs
raised
*Specifically from this tactic

28. How Can You Synergize Between iGIP
and Marketing?
iGIP Should Provide
Marketing Should Provide
Be totally clear in what market you want to attract
Numerical goals for leads,
meetings, and TNs Ra in target
industries
B2B Marketing tactics
Tracking activities creating leads
Converting leads to meetings at
and educating the LCs on how to
MC and LC level
do it
Always make sure who does what is clear